1. You-Attitude Module Six McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Learning Objectives
LO 6-1 Apply strategies for you-attitude use. LO 6-2 Compare and contrast situations for you use. LO 6-3 Apply strategies for goodwill creation with you-attitude. LO 6-4 Apply strategies for point-of-view adaptation.
LO 6-1 Apply strategies for you-attitude use.
LO 6-2 Compare and contrast situations for you use.
LO 6-3 Apply strategies for goodwill creation with you-attitude.
LO 6-4 Apply strategies for point-of-view adaptation.

3. You-Attitude Looks at things from the reader’s point of view.
Respects the reader’s intelligence.
Protects the reader’s ego.
Emphasizes what the reader wants to know.
Y ou-attitude is a style of writing that
• Looks at things from the reader’s point of view.
• Respects the reader’s intelligence.
• Protects the reader’s ego.
• Emphasizes what the reader wants to know.

4. How do I create you-attitude in my sentences?
Talk about the reader.
Refer to the reader’s request or order specifically.
Don’t discuss feelings, except to offer congratulations.
You-attitude involves empathy—the ability to see things from another person’s point of view. Think about your audience during each step of the writing process. It means more than simply using the word “you.”

5. How do I create you-attitude in my sentences?
In positive situations, use you more than I. Use we when it includes the reader.
Avoid you in negative situations.
You-attitude involves empathy—the ability to see things from another person’s point of view. Think about your audience during each step of the writing process. It means more than simply using the word “you.”

6. Talk about the Reader, Not about Yourself
Readers want to know how they benefit or are affected.
When you provide this information, you make your message more complete and more interesting.
Readers want to know how they benefit or are affected.
When you provide this information, you make your message more complete and more interesting.

7. Talk about the Reader, Not about Yourself
Lacks you-attitude: I have negotiated an agreement with Apex Rent-a-Car that gives you a discount on rental cars. You-attitude: As a Sunstrand employee, you can now get a 20% discount when you rent a car from Apex.
Any sentence that focuses on the writer’s work or generosity lacks you-attitude, even if the sentence contains the word you. Instead of focusing on what we are giving the reader, focus on what the reader can now do. To do that, you may need to change the grammatical subject.

8. Talk about the Reader, Not about Yourself
Lacks you-attitude: We are shipping your order of September 21 this afternoon. You-attitude: The two dozen CorningWare starter sets you ordered will be shipped this afternoon and should reach you by September 28.
Emphasize what the reader wants to know. The reader is less interested in when we shipped the order than in when it will arrive. Note that the phrase “should reach you by” leaves room for variations in delivery schedules.

9. Refer to the Reader’s Request or Order Specifically
Refer to the reader’s request, order, or policy specifically, not as a generic your order or your policy
Refer to the reader’s request, order, or policy specifically, not as a generic your order or your policy. If your reader is an individual or a small business, it’s friendly to specify the content of the order.

10. Refer to the Reader’s Request or Order Specifically
Lacks you-attitude: Your order You-attitude (to individual): The desk chair you ordered You-attitude (to a large store): Your invoice #783329

11. Don’t Talk about Feelings, Except to Congratulate or Offer Sympathy
In most business situations, your feelings are irrelevant and should be omitted.
All the reader cares about is the situation from his or her point of view.
In most business situations, your feelings are irrelevant and should be omitted. The reader doesn’t care whether you’re happy, bored stiff at granting a routine application, or worried about granting so much to someone who barely qualifies. All the reader cares about is the situation from his or her point of view.

12. Don’t Talk about Feelings, Except to Congratulate or Offer Sympathy
You-attitude: Congratulations on your promotion to district manager! I was really pleased to read about it. You-attitude: I was sorry to hear that your father died.
In internal memos, it may be appropriate to comment that a project has been gratifying or frustrating. In the letter of transmittal that accompanies a report, it is permissible to talk about your feelings about doing the work.

13. Talk about the reader, not you or your company.
In Positive Situations, Use You More Often than I. Use We When It Includes the Reader
Talk about the reader, not you or your company.
Lacks you-attitude: We provide health insurance to all employees.
You-attitude: You receive health insurance as a full-time Procter & Gamble employee.
Most readers are tolerant of the word I in messages, which seem like conversation. Edit paper documents to use I rarely if at all. I suggests that you’re concerned about personal issues, not about the organization’s problems, needs, and opportunities. We works well when it includes the reader.

14. Avoid You in Negative Situations
To avoid blaming the reader, use an impersonal expression or a passive verb.
Talk about the group to which the reader belongs so readers don’t feel they’re singled out for bad news.
To avoid blaming the reader, use an impersonal expression or a passive verb. Talk about the group to which the reader belongs so readers don’t feel they’re singled out for bad news.

15. Avoid You in Negative Situations
Lacks you-attitude: You failed to sign your check. You-attitude (impersonal): Your check arrived without a signature. You-attitude (passive): Your check was not signed.
To avoid blaming the reader, use an impersonal expression or a passive verb. Talk about the group to which the reader belongs so readers don’t feel they’re singled out for bad news.

16. Avoid You in Negative Situations
Impersonal constructions omit people and talk only about things.
Passive verbs describe the action performed on something, without necessarily saying who did it.
Impersonal constructions omit people and talk only about things. Passive verbs describe the action performed on something, without necessarily saying who did it. In most cases, active verbs are better. But when your reader is at fault, passive verbs may be useful to avoid assigning blame.

17. Does you-attitude basically mean using the word you?
In a positive message, focus on what the reader can do.
Avoid you when it criticizes the reader or limits the reader’s freedom.
Choose how to use you-attitude based on the situation. For instance, in a positive message, focus on what the reader can do. In a negative message avoid you when it criticizes the reader or limits the reader’s freedom.

18. Does you-attitude basically mean using the word you?
In a job application letter, show how you can help meet the reader’s needs, but keep the word you to a minimum.
Even though a job application letter is about your skills and experiences, keep the word “you” to a minimum. Instead, focus on how those skills and experiences can help the reader.

19. I’ve revised my sentences. Do I need to do anything else?
Be complete.
Anticipate and answer questions readers are likely to have.
For information the reader did not ask for, show why it is important.
Show readers how the message’s subject affects them.
Tailor the content of the message to the needs of the audience. In particular, be complete by giving the audience all of the information it needs to understand or act upon the message.

20. I’ve revised my sentences. Do I need to do anything else?
Put information readers are most interested in first.
Arrange information to meet your reader’s needs, not yours.
Use headings and lists so that the reader can find key points quickly.
Organize your information so that the most important items for the reader come first. Avoid putting the emphasis on you or your organization.

21. I’ve revised my sentences. Do I need to do anything else?
Consider the letter in Figure As the red marginal notes indicate, many individual sentences in this letter lack you-attitude. The last sentence in paragraph 1 sounds both harsh and defensive; the close is selfish. Figure 6.2 shows a possible revision. The revision is clearer, easier to read, and friendlier.

22. Seeing Another Point of View
It is more than observing and sympathizing.
Start with shared experiences.
Resolving conflicts often requires empathy.
Resist the temptation to put your needs ahead of others’.
Many companies want employees who can empathize.
Tailor the content of the message to the needs of the audience. In particular, be complete by giving the audience all of the information it needs to understand or act upon the message.